Louise Maclean, Director of Sales and Marketing at Signature Group and Charlie Leckie, Associate Director at Crieff Hydro Family of Hotels give us their take on managing change in the Scottish on-trade.
The hospitality landscape has undergone a noticeable shift in recent years, with changing consumer behaviours prompting operators to adapt quickly and creatively.
Louise Maclean, Director of Sales and Marketing at Signature Group, highlights how dining out has become a luxury for many families. “£160 for a meal out is equivalent to a weekly shop.” For this reason, Signature venues have invested significant energy to ensure their proposition really caters to special occasions but also represents value, guaranteeing that when people do decide to treat themselves, the experience feels truly worthwhile. This higher demand for excellence in guest experience is something operators are feeling nationwide.
“Value for money is paramount,”, Louise continues. “Even though they can impact profit margins, we’ve introduced midweek offers to stay competitive. It’s about keeping venues busy and maintaining relevance.”
Another emerging trend is the rise of more relaxed consumption moments, and for hotels and inns, ‘slow tourism.’
Guests are increasingly seeking relaxed, meaningful experiences over fast-paced itineraries.
Charlie Leckie, Associate Director at Crieff Hydro Family of Hotels, explains how this shift has influenced their approach, “While Crieff Hydro offers a wide range of activities, from quad biking to archery, we’ve also invested heavily in creating spaces where guests can simply unwind.”
The demand for low and no-alcohol options has also grown significantly. Crieff Hydro has responded by expanding its menus to include mocktails and alcohol-free beers, ensuring that guests who choose not to drink still feel part of the experience. “It’s important that these options feel just as special,” Leckie adds.
Supporting these shifts in consumer behaviour are strong partnerships with suppliers who understand the evolving needs of the sector.
HEINEKEN UK has emerged as a key ally to Scottish operators, offering not just leading beer and cider brands but strategic support that helps businesses thrive in a challenging market.
Louise Maclean praises HEINEKEN UK for their collaborative approach, noting that their team regularly visits venues, offering feedback and insights that help maintain high standards. “They treat our guests as their own,” she says. “It’s a genuine partnership, not just a transaction. We partnered with them for the Euros, and the campaign was a huge success, driving sales and engagement. Their flexibility and openness to creative ideas make them ideal partners.”
Charlie Leckie echoes this sentiment, highlighting Heineken’s openness and the value of their business updates. “Their insights, often shared in digestible infographics, help our operational teams stay ahead of trends,” he explains.
The product portfolio, including Heineken ® 0.0 and Beavertown’s Laser Crush, aligns well with the growing demand for alcohol-free options. Data provided by HEINEKEN UK has also guided smart decisions around bar design and product placement, such as prioritising Birra Moretti, which outsells other beers threefold at their venues.
Beyond product support, HEINEKEN UK has demonstrated a deep understanding of the Scottish market, tailoring their approach to meet regional needs.
Their investment in local relationships and their commitment to helping operators navigate economic pressures has made a tangible impact. Whether it’s through co-branded campaigns, staff training, or datadriven insights,
HEINEKEN UK continues to play a vital role in helping Scottish hospitality businesses remain resilient and competitive. Both Signature Group and Crieff Hydro Family of Hotels have embraced differentiation across their portfolios. Louise Maclean describes how each Signature venue has its own identity, with tailored menus and ambiance. “We avoid uniformity and don’t market Signature as a chain,” she says.
Operational efficiencies are achieved through centralised buying, but the customer experience remains unique at each location. Loyalty initiatives, like push notifications when customers walk past venues, have also helped boost footfall.
Crieff Hydro’s seven properties each cater to distinct audiences. From the expansive Crieff Hydro Hotel with its 215 rooms and 56 self-catering units, to the cozy, dog-friendly Murray Park Hotel nearby, each location offers something different. The King’s House Hotel in Glencoe serves as a historic stop on the West Highland Way, while the Isles of Glencoe Hotel offers waterfront views and leisure facilities.
Despite their differences, all properties fall under the Crieff Hydro Family Hotels brand, building trust and enabling effective cross-selling.
For both Louise and Charlie, hospitality is an industry that’s in their blood. “My journey is a strong example of female leadership in brewing and hospitality,” Louise explains. “I’ve always believed in kindness, professionalism, and maintaining good relationships – values that have helped me build a resilient and respected career.”
Charlie echoes this; “My brother and I represent the sixth generation of our family to be involved in the business, which has been running for over 156 years. We’re not just running hotels – we’re continuing a legacy, and that drives us to deliver exceptional experiences.”
Together, these operators represent just some of Scotland’s finest, who continue to navigate the evolving hospitality landscape with agility, insight, and a strong sense of partnership.
